AdTech Weekly Round Up

A look at how last week’s news affects mobile publishers…

Retailers rejoice—and Cyber Monday Sales Could Set a Record
Shoppers opened their wallets in a big way Thanksgiving weekend and spent $5.03 billion on Black Friday, traditionally one of the biggest shopping days of the year. By percentage, shoppers spent 16.9% more than on Black Friday in 2016, and a new record, according to Adobe Analytics. Thanksgiving day also saw a surge in online spending, with purchases leaping 18.3%, to 2.87 billion, as compared to last year. According to Adobe, that performance bolstered the forecast that Cyber Monday could become the largest online shopping day in history, generating $6.6 billion in sales or 16.5% more than in 2016.

How Cyber Monday Became Much Bigger than Black Friday
Cyber Monday has become the biggest holiday shopping day on the calendar, but that’s a fairly recent development. In fact, Cyber Monday has become such a powerful force that Cyber Monday deals on Amazon and elsewhere have spilled over into the rest of the week. That’s made the Tuesday after Cyber Monday the second-largest online holiday shopping day of the year, with more than $2.2 billion spent on that day alone last year. ”On Cyber Monday, retailers deliver online discounts unlike any other day of the year—driving consumers to shop online no matter where they are or what device they’re shopping from,” NRF President and CEO Matthew Shay said last year. “Millions of consumers shopped over Thanksgiving weekend and reserved a portion of their budgets exclusively for Cyber Monday, knowing that there will be digital deals that are too good to pass up.”

Mobile and Video Lead the Charge as Digital Ad Spend hits New Record
The latest AdEx Benchmark index on digital advertising in Europe confirmed growth of 11.5% to €22.2bn for the first half of the year – up from €20.2bn over the same period a year earlier. The Benchmark study was compiled by IAB Europe, in collaboration with IHS Markit and showed that virtually all of this growth was attributed to mobile – where display advertising surged an impressive 45.9% even as desktop display retreated by 1.4%. Overall total mobile growth hit a blistering 41.4% to take the sector’s total value to €7bn, far in advance of its closest competitor, search, which grew by a relatively sedate 12.8%. Online video was another strong suit, multiplying three-and-a-half times faster than non-video display to reach €1.7bn in the first half, accounting for one fifth of the total display market.

More Mobile Game Developers see the Value of In-Game Ads
A study by analytics firm DeltaDNA reveals that mobile game developers are embracing in-game advertisements as an important way to monetize games. The company said that developers have shifted their view of ads in the past year. Last year, more developers saw ads as a necessary evil, but now developers have warmed to ads. Twenty one percent of mobile game developers believe that ads enhance player progress in a game, compared to 11 percent last year. Developers have been concerned in the past that too many ads could hurt the experience for users. But as advertising has become more refined and the reality of the mobile game business sinks in, developers have warmed up to ads. Forty nine percent of developers now see ads as an “important monetization opportunity.”

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